iDEA street magic, breakdance and martial art activities at Birmingham NEC

A unique new service for schools, gyms, leisure clubs and hotels nationwide offering on-demand on-screen entertainment, fitness and dance activities launches this month (Sep) at the Leisure Industry Week show at Birmingham’s NEC.

iDEA is aimed at children, families and seniors, and is the brainchild of a team with a stellar CV in the leisure and entertainment industries, with decades of experience working for the likes of The Tussauds Group and Thomas Cook Group.

And it uses established experts from a diverse host of physical activities, ranging from street dancing and street magic to more traditional fitness disciplines, to host the on-demand video classes which organisations can subscribe to on a monthly basis.

All iDEA activities are delivered in three levels – offering individual, 20 minute levels or combinations of two or three levels together, according to time commitments.

Jane Maguire, MD and co-founder of iDEA, said : “Whether it’s for a school, gym, hotel or the home, we plan to deliver the latest entertainment, fitness and dance activities directly to consumers on demand – with absolutely no need for special equipment.

“All of our sessions are delivered by experts – our martial arts offering, for instance, is hosted by Liam Richards, who appeared on Britain’s Got Talent , to ensure a fresh, modern approach which appeals across the board.

“ Today’s world wants today’s technology, so we’ll be using the latest in on-demand streaming to deliver the latest trends across multiple devices.

“ Our mission is to get people across the UK active – physically, mentally AND socially .”

Monthly subscriptions range from £48 for up to six sites down to £42 for 16 sites or more.

iDEA launches at the Leisure Industry Week trade event show at the NEC on September 22-23 (stand B80).

For more info on iDEA, visit